Market Research Working Group
2012 Cattle Industy Summer Conference – Joint Market Research Working Group Meeting Report:
Ray Krones, Chairman
Chairman Ray Krones called the Webinar/conference call meeting to order at 9:02 a.m., with eight working group members, six operating committee members and six staff in attendance. John Lundeen, Rick McCarty and Wendy Neuman represented the market research team, which updated the committee about progress of the checkoff-funded 2012 market-research program. An overview of five significant projects was included:
- Consumer Image Index – a new study that details consumer reactions to the beef production process
- March 2012 wave of the Consumer Beef Index – The study shows ongoing strength for beef on a range of quality, safety and nutrition factors. Price/value is the one demand driver that has shown recent weakness. The next CBI will be fielded in late July with an analysis ready for the working group to review at Winter Convention.
- Limiters of Consumption – The top limiters of consumption for the total population, moderate beef consumers and the Millennial generations were discussed.
- Nutrition Messaging – This study provided clarity on strong nutrition and body benefit messages for beef.
- Safety Summit – Beef safety shows a strong positive trend over the past 10 years, with consumer scores for safety up considerably for both beef steak/roasts and fresh ground beef.
John led the review of NCBA’s proposed FY 2013 market research Authorization Request, which includes 21 new project areas spread through nine tactics that will assist a range of checkoff program areas. The committee discussed and then uanamiously recommended approval of the proposed FY2013 AR by the Operating Committee.
The meeting adjourned at 10:45 a.m.
2012 Cattle Industry Summer Conference – Joint Market Research Working Group Meeting Materials:
2012 Cattle Industry Convention – Joint Market Research Working Group Meeting Report:
Jan. 24, 2012 Conference Call
Ray Krones, Chairman
Roger West, Vice Chairman
Ray Krones, chairman, called the conference call to order at 9:02 a.m., welcomed working group members and guests, explained the role of the working group and thanked everyone for taking time out of their busy schedules to attend. There were nine working group members and 10 staff in attendance. Beef Board Secretary/Treasurer Roger West also welcomed everyone and thanked them for their attendance.
Checkoff staff members John Lundeen, Rick McCarty and Wendy Neuman summarized the 2012 Market Research program tactics:
- Critical ongoing consumer tracking such as National Eating Trends, Foodservice Volumetric Study and the advertising and brand tracker
- Channels of distribution testing, including tests of new Convenient Fresh Beef options at retail and foodservice
- New product development to look at beef categories with the greatest potential to drive beef eating frequency and demand
- Enhancing the beef experience to involve developing defrosting solutions, studying consumer grilling behavior and continuation of brand enhancement to develop creative options
- Conducting two waves of the Consumer Beef Index
- Developing a measure of the beef industry’s image through creation of an ongoing Consumer Image Index
- Analyzing consumer barriers to include a study of issues and perceptions that inhibit beef usage and a study on how to position beef with consumers as a good value
- Analyzing consumer perceptions of beef safety and comparing those with the safety perceptions of experts attending the 2012 BIFSCO Beef Safety Summit
- Testing and giving insight to the construction of an online tool to help consumers get needed information on how to select and prepare beef cuts
Questions were taken and discussed on each point, and staff also discussed the scoreboard as a measure for progress against the Industry Long Range Plan.
Producer leadership was invited to the Consumer Insights Meeting set for Friday, Feb 4, from 10 a.m. to noon. Ray Krones adjourned the conference call at 10:25 am.
2012 Cattle Industry Convention – Joint Market Research Working Group Meeting Materials:
- Jan. 24, 2012 Conference Call Agenda
- Market Research Reports in Beef Issues Quarterly
- 2011 Beef Board Evaluation of Market Research
2011 Cattle Industry Summer Conference – Joint Market Research July 27, 2011 Conference Call Report:
Ray Krones, Chair
Roger West, Vice Chair
Chairman Ray Krones called the meeting to order at 8:06 am, took attendance, welcomed working group members and guests, explained the role of the working group, and thanked everyone for taking time out of their busy schedules to attend. There were 15 working group members and 12 staff on the call/Webinar.
Staff reviewed the new consumer trends, key indicators and consumer expectations report. Consumers are showing an increasing expectation for taste, value, safe, consistency, nutrition, protein, and fitness/health-conscious diet. A number of consumer facts and data were shared, and staff answered committee leadership questions.
The group then received an overview of a convenient fresh beef initiative to make beef as fast to prepare and more competitive than chicken. Leadership commented that the market research is
affirming that our priorities are right and we are headed in the right direction.
Other overviews included:
- Brand Enhancement 2
- Defrosting
- Economics and Food Choices
FY 2012 proposed ARs were then reviewed tactic by tactic. Roger West moved that these ARs be approved and sent forward to the Operating Committee. Jane Frost seconded it. The motion passed.
2011 Cattle Industry Summer Conference – Joint Market Research Group Consumer Insights Presentation
July 27, 2011 Conference Call Report:
Ray Krones, Chair
Roger West, Vice Chair
Ray Krones, Chairman called the meeting to order at 8:06 am, took attendance, welcomed working group members and guests, explained the role of the working group and thanked everyone for taking time out of their busy schedules to attend. There were 15 working group members and 12 staff in attendance.
Staff reviewed the new Consumer Trends-Key Indicators and Consumer Expectations. Consumers are showing an increasing expectation for taste, value, safe, consistency, nutrition, protein, and fitness/health-conscious diet. A number of consumer facts and data were shared and staff answered committee leadership questions.
The group then received an overview of a convenient fresh beef initiative to make beef as fast to prepare and more competitive than chicken. Leadership commented that the market research is affirming that our priorities are right and we are headed in the right direction.
Other overviews included:
-
Brand Enhancement 2
-
Defrosting
-
Economics and Food Choices
FY 2012 proposed ARs were then reviewed tactic by tactic.
Roger West moved that these ARs be approved and sent forward to the Operating Committee. Jane Frost seconded it. The motion passed.
The NCBA Market Research team also conducted a Consumer Insights Meeting at Conference on Tuesday, August 2, at 8 am.
Ray Krones adjourned the webinar at 9:42 am.
2011 Cattle Industry Convention – Market Research Working Group - Market Research Update Presentation
2011 Cattle Industry Convention – Market Research Working Group Meeting Report (Teleconference before 2011 Winter Convention, Denver, CO, January 25, 2011):
David Hamilton, Chair
Roger West, Vice Chair
Chairman David Hamilton welcomed participants, made introductions and took attendance of approximately 15 members and 11 NCBA Staff. Chairman Hamilton led the Joint Market Research Working Group Committee through an agenda by explaining the role of the working group and the changes to the meeting from previous years. The working group members were invited to ask questions about the Market Research year-end evaluation, which had been completed for CBB in December, 2010.
The market research team discussed projects that had been conducted in 2010 including food service, new product development, issues management and beef safety and beef nutrition. The team also discussed the emphasis being placed on the Millennial generation and their relationship with beef. The team ended with discussions of the projects that are planned for 2011.
The meeting adjourned after a wrap-up from Chair Hamilton.
2010 Cattle Industry Summer Conference – Research Program Update, July 2010
2010 Summer Meeting – July 21, 2010 Webinar – Agenda
2010 Cattle Industry Convention – Market Research Working Group Meeting Minutes
2010 Cattle Industry Convention – Market Research Working Group meeting report
2009 Cattle Industry Summer Conference – Market Research Working Group Meeting Minutes
2009 Cattle Industry Summer Conference – Market Research Update Presentation (ppt) (pdf)
2009 Cattle Industry Summer Conference – Market Research Working Group Meeting Report:
July 17, 2009
Craig Uden, Chair
Laurie Bryant, Vice Chair
Virginia Coelho, Co-Vice Chair
Craig Uden, chair, called the meeting to order, welcomed working group members and guests, and explained the role of the working group.
John Lundeen, working group staff liaison, and Wendy Jenkins, market research staff, presented the following market research findings from projects conducted since the Annual Convention in Phoenix, January 2009:
• Holistic Beef Messaging
• BeefItsWhatsForDinner.com
• Consumer Beef Index/March ‘09
• National Eating Trends
• New Product Tracking
• Value Cuts from the Round
Following the updates, John Lundeen presented the FY2009 Market Research draft Authorization Request (AR). Craig Uden led discussion of the AR and a final recommendation that the Operating Committee approve the AR for funding.
2009 Cattle Industry Summer Conference – Market Research Working Group Meeting Agenda
2009 Cattle Industry Convention – Market Research Working Group Minutes
2009 Cattle Industry Convention – Market Research Working Group Presentation (ppt) (pdf)
2009 Cattle Industry Convention - Market Research Working Group Meeting Report:
Jan. 30, 2009
Craig Uden, Chair
Laurie Bryant, Vice Chair
- Beef checkoff response to the recession
- Brand Enhancement
- Adding Value to Carcass Outliers
- Ground Beef Opportunity Initiative
- Upcoming Value Creation Work
- Annual Tracking Studies
- Nutrient-Rich Foods studies with consumers and health professionals
- Consumer Beef Index
In conclusion, Chairman Uden thanked working group members and guests for attending the update meeting.
2008 Cattle Industry Summer Conference - Joint Market Research Working Group Meeting Report:
July 17, 2008
Craig Uden, Chair
Laurie Bryant, Vice Chair
Craig Uden, chair, called the meeting to order, welcomed working group members and guests, and explained the role of the working group.
John Lundeen, working group staff liaison, presented the following market research findings from projects conducted since the Annual Convention in Reno, January 2008:
• Consumer Beef Index in support of Long Range Plan Objectives
• Healthy Convenient New Product research in support of the Beef Innovations Group, including product sampling for attendees
• Carcass Outlier Project in support of the retail marketing team
• Advertising Quick Read in support of consumer advertising
• Thermometer Safety Study in support of issues management
• Share Our Strength research in support of consumer communications
• Nutrient-Rich Foods Index in support of nutrition objectives
Following the updates, John Lundeen presented the FY2009 market research draft Authorization Request. Craig Uden led the discussion of the AR and a final recommendation for the Operating Committee. In conclusion, Craig Uden thanked attendees for participating.
2008 Cattle Industry Summer Conference – Joint Market Research Working Group - Committee Agenda
2008 Cattle Industry Summer Conference – Joint Market Research Working Group Meeting Report:
February 7, 2008
Dick Sherron, Chair
The meeting was called to order by Dick Sherron, who opened the session by discussing the importance of listening to the consumer, whose wallet ultimately pays for our product. Dick sees market research as the organization’s information resource concerning the consumer and asked attendees to work for greater attendance at this meeting every year. There were 13 committee leaders and nine staff/guests in attendance.
Staff liaison, John Lundeen then reported and managed discussions on the following current projects.
National Meat Case Survey�
Hispanic Retail test
Foodservice volumetric study�
Chuck Roll IHUT�
Healthy convenient new products
Choices of Beef
Consumer Beef Index�
Target audience drill down �
Hannaford online labeling
2008 Cattle Industry Convention – Joint Market Research Working Group Agenda
2007 Cattle Industry Summer Conference, July 2007 – Committee Agenda
2007 Cattle Industry Annual Convention, Feb 2007 – Committee Minutes
2007 Cattle Industry Annual Convention, Feb 2007 – Committee Agenda
2006 Cattle Industry Summer Conference – Joint Market Research Working Group - Powerpoint Presentation
2006 Cattle Industry Summer Conference, July 2006 – Committee Meeting Agenda
2006 Cattle Industry Convention – Joint Market Research Working Group PowerPoint Presentation: Market Research Working Group Update
2005 Cattle Indusry Summer Conference - Committe Meeting Minutes
